Increasing company visibility and understanding through milestone communications
Industry:
Pharmaceuticals and Biotech
Offering:
Media relations
Challenge
Gamida Cell was transitioning to a commercial company in a challenging investor environment. The company needed to clearly communicate both clinical and commercial progress and company challenges – including financial position, launch ramp and restructuring – to investor and industry audiences via milestone and quarterly earnings communications.
Approach
Discover
Prior to engaging with Orangefiery, Gamida Cell was distributing an unusually high number of press releases that were not garnering media coverage. We worked with the team to align on what categories and types of news should involve a press release to focus the team’s time and financial resources on the most high-impact items. Distributing press releases more selectively would also indicate to media and other stakeholders that every press release contains critical news.
Orangefiery worked with the Gamida Cell leadership team to map out upcoming corporate, data and regulatory milestones over six months. We determined together how to best communicate each milestone, and the anticipated internal and external environments we would be operating in at the time of each announcement.
Develop
- For each major milestone, we developed a corporate communications brief outlining communications goals, key messages, roles and responsibilities, anticipated timing and review process. We aligned with leadership on each brief before drafting materials to streamline the time and input required for content development, review and finalization.
- When needed, Orangefiery worked with key internal and external stakeholders to gather information for content development (e.g., medical team insights for data milestone announcements, partner team messages for partnered announcements or press releases including third-party quotes).
- With key messages and a brief drafted, we developed the press releases and supporting materials (e.g., press release, social posts, media pitch, internal communications) and coordinated their review.
Deploy
- We coordinated the distribution of press releases and supporting materials, pitched the news to media, arranged media interviews and/or provided statements and monitored for media coverage and message pull through.
Results
From 2023–2024, Orangefiery helped Gamida Cell communicate and leverage several company milestones, including financial earnings, data from a Phase 1 clinical trial, the FDA approval of the company’s first commercial product, publications and news of strategic restructurings of the company.
In 2023, these efforts resulted in:
Media coverage including 138 original articles with 117 million UVPM*
17 press releases sharing milestones, data and corporate and financial updates
Analyst coverage with strong key message pull through and increasing alignment with Gamida Cell targets over the course of the year
*UVPM = the number of visitors that outlet as a whole receives per month
